Journal Articles

The lack of research on the strategic relationship between marketing and sales reflects a more general lack of research on the linkages between marketing other functional areas of the firm. The purpose of this article is to examine the linkages between the four basic market share strategies, "build," "hold," "harvest," and "divest" and the corresponding functional level sales strategy. Each market share strategy implies a primary sales objective. Review of the life cycle and product portfolio literatures offers insights into the nature of the relationship between marketing strategy and functional-level sales strategy. Examination of tables leads to the general observation that there is decreasing attention focused on the strategic functional-level activities as one progresses from a "build" strategy to one involving "divest" or "liquidate." While some of the authors restricted their discussions of strategy to either consumer products or industrial products, the prescriptions on the general level are the same.

We rely on the generous support of our alumni, corporate donors, and friends. Your gift makes an impact on the future of business education—contact us, request that we contact you, or choose to give to one of our funds directly.